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Citation: Marianna Sigala, () “Groundswell. Winning in a World Transformed by Social Technologies”, Journal of Consumer Marketing, Vol. 26 Issue: 2. Web , often referred to as social media, uses World Wide Web technology and web design to promote information sharing and collaboration among users. How do you get your organization to start using social technologies to become more innovative and productive? Where and with whom should you begin? We.

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Charlene LiJosh Bernoff.

Features of particular industries or companies can make direct customer engagement more difficult. A revised edition was published in By using this site, you agree to the Terms of Use and Privacy Policy. Corporate executives struggle technologles harness the power of social technologies.

Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? Instead, customers are controlling the conversation by using new groundswell winning in a world transformed by social technologies to communicate about products and companies. Winning in a World Transformed by Social Technologies. Retrieved March 26, He created the Technographics segmentation, a classification of consumers according to how they approach technology.

Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts. Retrieved March 31, From Wikipedia, the free encyclopedia.

Groundswell: Winning in a World Transformed by Social Technologies

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When consumers you’ve never met are rating your company’s products in public forums with which you have no experience or influence, your company is vulnerable.

Contents part two tapping the groundswell. In this updated and expanded socia of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you’ll learn to: The book attempts to explain a shift in the relationship between customers and companies, in which companies are no longer able to control customers’ attitudes through market researchcustomer serviceand advertising.

Winning in a World Transformed by Social Technologies by Charlene Li & Josh Bernoff | Prophet Books

Selected pages Title Page. The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign.

Some companies distinguish their product through the use of social technologies. Retrieved March 28, The groundswell spread marketing messages through Digg and YouTube with a small budget i little marketing experience. This page was sicial edited on 31 Augustat Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies.

The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively.

Kevin Allison of the Financial Times praised the book for its focus on Web analytics: Retrieved from ” https: It’s an unstoppable groundswell that affects every industry — yet it’s still utterly foreign to most companies running things now. For instance, some companies must work within industry regulations, national or multinational corporations must balance corporate and local engagement, and other companies must find ways to engage transfformed customers on time-sensitive issues.


I am an groundswell winning in a world transformed by social technologies user of the soicial networking and this book has validated some of my thoughts on facebook. Groundsswell, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts?

The face of advertising and the consumer is changing. Other companies have been able to listen to and talk with the bh by building their own online communities.

This article reads like a press release or a news article or is largely based on routine coverage or sensationalism. My library Help Advanced Book Search.

Groundswell (book) – Wikipedia

No eBook available Amazon. Retrieved March 27, This author is very insightful and she knows what she is talking about. Retrieved March 25, Pages with login required references or sources Articles with a promotional tone from December All articles with a promotional tone Books with missing cover.